A strong website is the cornerstone of any online marketing campaigns. If you're not selling directly through your website, via ecommerce, then your business website should be a large part of your lead generation strategy. The key to turning your visitors into leads for your sales department is through conversion points.
The art of getting your lead generation spot on, to maximise your conversion rates, is through a process called conversion rate optimisation. We've got a great infographic from our friends over at Start Blogging Online with 9 easy ways to do just that!
Conversions - squeezing every drop
There are two key points to remember when building a winning website to attract and convert more of your ideal prospects:
- Make sure your website's user experience is tip top and gives people a reason to visit and stick around.
- Optimise every part of the user journey to maximise the number of people who convert on your website.
Now, conversions mean different things to different people, but really, we're talking about someone making themselves known to your business; that might be through a website contact form, spec-sheet download or a blog registration.
So let's dive right into the infographic and start improving our conversion rates today!
(Credit: Start Blogging Online)
Convert more people on your website: infographic takeaway
The key points to takeaway from the infographic above can be broken down into several areas.
Improve clarity through design
How many sites have you been on that have fussy navigations, unclear imagery or messaging that is really complicated or confusing? I'm betting quite a few.
By keeping your website design straightforward and aimed squarely at the results you want (e.g. people to call you, discover more about your services, etc.) then you'll be able to see an increase in your conversion rates quite quickly.
Get that mobile-friendly design right
Mobile traffic is on the up and up (in fact, some experts predict a not-to-distant future that involves a virtually minuscule amount of traffic from non-mobile sources), so it's vital that you offer users on tablets and small screens a tailored experience that offers them the same amount of information as their large-screen counterparts.
Build your site for your audience, not your company
We're always talking about the importance of basing your marketing campaigns on your target audience and building up a set of strong buyer personas.
Once you know who you're targeting, you can design your site around them. Yes, you should get across your company, it's values, personality and brand, but ultimately, your website is a tool to attract and engage your audience.
Make sure they can get what they need from it quickly, smoothly and easily (but make it easy for them to speak up and start that conversation too!).
Split test and improve
One of the points I talk about in our conversion rate optimisation video is to find a bottleneck in your website or user journey and improve it. If you find that people are navigating to your services pages, for example, but then leaving, this will be a good fit for split testing, also known as A/B testing.
You can create a different version of the current page causing the problems, change a small area, say, the location of a form and show one page to one set of users, and the altered page to another set, judging which has the optimum conversion rate.
Focus on strong headlines and calls to action
People want information and love lots of detail. However, they also need to be able to skim longer areas of content and absorb the gist from headlines and imagery. Take the time to review your headlines (maybe even A/B test them) and see if they're getting the right points across.
Also, you can make good use of prominent calls to action (CTAs). Try adding attractive buttons or banners to particular areas of your site to drive users to explore points of interest or complete lead generation forms.
Keep your forms simple and to the point
Whilst we're talking about forms, there's always a temptation to introduce a flashy form that pulls out all the stops. But remember, we're trying to make your users' experiences as clear and straightforward as possible - remove the friction!
Look at what you're offering and match the number of questions or form fields to the perceived value on offer. So, if you're offering a 50 page ebook to download, you can ask for a good few details. If, on the other hand, you're offering to call someone back via a form, just stick to their name and number - don't ask for their DOB/address/best flavour of ice cream, etc.
Want more conversion help?
We created a helpful video on conversion rate optimisation on our YouTube page that you can check out below:
You can view the video over on YouTube too.